Research On Sales Digital Transformation Of Company B

The development of the new generation information technology has had a huge impact on consumer perception and behavior.The increase of consumer’s individual demand puts forward higher requirement on quick response from company and their ability to respond to market changes.The seller-led sales model of traditional manufacturing companies urgently needs to be changed.Based on a review of customer-related theories and digital transformation methods,this thesis takes the sales work of well-known company B in the industrial boiler field as the research object.The company B’s product characteristics,organizational structure and sales status are sorted out.The product system is complex and diverse with high technical characteristic.A global sales organization structure is used which is separated from factory.In addition,the system selection and quotation process is long and complicated.Then the sales problem of company B from pre-sales side and after-sales side are clarified.System selection and quotation cannot be provided in time which leads to lose new customers from pre-sales aspect,and product operation information cannot be fully known from after-sales aspect which is resulting in bad service and low old customer loyalty.Through further analysis of the external market environment and internal resource processes,it is concluded that in the current declining market capacity and fierce market competition,company B should carry out a sales digital transformation focusing on customer value.Finally,the sales digital transformation plan is presented.On the one hand,a digital platform for system selection and quotation is built to enhance customer value;on the other hand,a digital platform for remote monitoring service is built to enhance customer loyalty.Service marketing is achieved through the management of the entire product life cycle,and the analysis of the business model shift based on the digital sales platform is analyzed.The research results of this thesis can be used as a reference for the transformation of traditional manufacturing company from equipment manufacturer to service provider with similar problem.